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Preface of the First Italian Edition TRANSLATION, ADAPTATION AND MULTILINGUAL EDITING 1 Translation, Adaptation & Multilingual Editing Eurologos Group. Translating and publishing where the languages are spoken. Second edition revised and updated in December 2002 by Franco Troiano 2 Translation, Adaptation & Multilingual Editing Eurologos Group. Translating and publishing where the languages are spoken. Franco Troiano Jacques Permentiers Erik Springael Translation, Adaptation and Multilingual Editing A user's guide to linguistic and multimedia services Foreword by Myriam Salama-Carr, professor at Salford University, UK T.C.G. Editions Brussels 3 Translation, Adaptation & Multilingual Editing Eurologos Group. Translating and publishing where the languages are spoken. Cover illustration: Saint Jerome (patron saint of translators) by Antonello da Messina (1430-1470). National Gallery, London No part of this book may be represented or reproduced in any manner whatsoever without the written authorization of the publisher. Copies made for private use or quotations are lawful without consent having been given, provided the names of the authors are mentioned. Telos Communication Group Editions 550 Chaussée de Louvain- 1030 Brussels Brussels 2002 ISBN 2-9600071-0-7 D/1994/6961/1 4 Translation, Adaptation & Multilingual Editing Eurologos Group. Translating and publishing where the languages are spoken. To the unknown and unsung translator 5 Translation, Adaptation & Multilingual Editing Eurologos Group. Translating and publishing where the languages are spoken. Translation, adaptation and multilingual editing This book represents twenty years’ experience in copywriting, translation and multilingual editing. It aims to question the meaning of linguistic quality in the professions of multimedia publishing. Having worked together for over ten years, the authors wished to offer a practical manual to answer the numerous problems and questions (often wrongly formulated) that arise when it comes to translating and printing words; what is more, in various languages. The authors In 1977, Franco Troiano founded Eurologos, linguistic services company. After creating a pre-press and multimedia subsidiary (Littera Graphis) in 1989, he built a network of a dozen Eurologos offices spread over four continents (“glocal” offices, he likes to point out, global yet local). And, under the motto “languages need to be produced where they are spoken”, it seems the network can only grow. Jacques Permentiers holds a licentiate in German philology and a Master’s in French translation (NL-DE- EN) acquired in 1981. Founding member of the Belgian Quality Translation, he is one of the most renowned and appreciated professionals on the Belgian market. Erik Springael, after a stint as an advertising copywriter, was able to work at his passion: industrial editing. Trained as a translator (he fluently speaks five languages), he was able to master modern technologies in commercial and advertising editing thanks to his skills as a linguist and writer-designer. 6 Translation, Adaptation & Multilingual Editing Eurologos Group. Translating and publishing where the languages are spoken. Table of Contents Foreword to the second edition by Franco Troiano Foreword to the English edition by Myriam Salama-Carr Note by the two translators of the original English edition, Mary Kennedy and Kate Lindsay Foreword to the first edition by Hugo Marquant Foreword to the second edition by Giancarlo Marchesini Foreword to the German edition by Heidi Aschenberg Note by the two translators of the German edition, Marlene Pfaff and Claudia Schneider Foreword to the Spanish edition by Joaquin Garcia Palacios Note by the translator of the Spanish edition, Maria Isabel Casenave Foreword to the first Italian edition (1996) by Federica Scarpa Note by the two translators of the Italian edition (1996), Davide De Leo and Matteo Fiorini Foreword to the Dutch edition (2000) by Hugo Ruysevelts Note by the two translators of the Dutch edition, Jan Vanderplatten and Marleen Dewitt Foreword to the first edition (1994) by Franco Troiano, Jacques Permentiers, Erik Springael Part One From conception-writing to translatability 1.1 Myth and reality in the concept of "linguistic quality" 1.1.1 When supply always exceeds demand 1.1.2 The three levels of linguistic quality: translation quality, adaptation quality and editing quality 1.2 The printed word will always have the last word 1.2.1 The personal computer revolution and saturation of the Hertzian waves 1.2.2 Targeted discretion of the printed word 1.3 When technical literature becomes advertising 1.3.1 Writing as a decisive factor in value for money 1.3.2 The commercial text that is both pragmatic and seductive 1.4 Copywriting "ready for translation" 1.4.1 Complexity and stylistic success of the text before and after translation 1.4.2 Better a very technical text that is well written than a poorly worded "easy” document 1.4.3 Precautions in copywriting 1.5 The constraints of copywriting with a multilingual mission 1.5.1 The artistic gratuity of writers and the functional writing of copywriters 1.5.2 Impossible translatability 1.5.3 The temptation of the traduttori traditore and the "ready to translate" text 1.6 Rewriting: having the courage to say it 1.6.1 The kitsch style of the second-hand copywriter 1.6.2 The feat of enhanced translation rewriting 1.6.3 The crafty humility of provident clients 1.6.4 Validation of the industrial and multilingual neology 7 Translation, Adaptation & Multilingual Editing Eurologos Group. Translating and publishing where the languages are spoken. Part Two From translation quality to technical translations 2.1 The "mother tongue" factor: the integrated, international network 2.1.1 The sorrowful mysteries of translation 2.1.2 The language in which you can brush against error 2.1.3 Following the evolution of the language 2.1.4 The language of money, anger and love 2.2 The translator-reviser duo, and exquisite pleasure in red Biro 2.2.1 The inability to let sleeping translated texts lie 2.2 2 The specular reviser working in tandem 2.2.3 The jealousy of rivals and the double check 2.3 The faithful beauty of the "ethical" and "sworn" revision 2.3.1 As many as ten linguistic checks 2.3.2 Fidelity: not satisfactory, but necessary 2.3.3 The intrinsically fallible nature of writing 2.3.4 Sworn translations, linguistic quality and legal value 2.4 Terminological validation and multilingual homogenization 2.4.1 The word boom and technical terminology 2.4.2 Hi-tech glossaries upstream 2.4.3 After mother-tongue translators, the era of terminographists 2.5 The notionist myth of the technical translator 2.5.1 The ever-increasing number of technologies and the division of translators 2.5.2 The madness of pigeon-holed specialism 2.5.3 The translator as an insane lover of meaning 2.6 The fantastic deception that is the "specialist" translator 2.6.1 The phantom army of "specialist" translators 2.6.2 Two lines, a fax and a box of index cards 2.6.3 The overclaim of the mailbox agencies 2.6.4 Technical consultants and non-technical translators 2.7 Intelligible technicality and translatability 2.7.1 The linguistic quality level of the technical text 2.7.2 The "ignorant" translator and the intelligible text 2.7.3 The intervention of the terminologist and the technical consultant 2.7.4 The technical test of the client corrector Part Three From direct translation to adaptation quality level 3.1 The "Somebody" Syndrome and the direct translation 3.1.1 The legitimate fear of the unknown translator 3.1.2 The personal meeting and follow-up with the "ex-Somebody" 3.1.3 The in-house translators of large translation and publishing companies 3.2 Acceptability of the translation and the reason why it is criticized 8 Translation, Adaptation & Multilingual Editing Eurologos Group. Translating and publishing where the languages are spoken. 3.2.1 Supplying words in unknown languages 3.2.2 The uncomfortable position of the client and the translation quality level 3.2.3 It is by his critical tools that one recognizes a good corrector 3.2.4 Overzealous correctors and linguistic demons 3.3 In-depth reading by the translator and the uneven criticisms leveled at him 3.3.1 In-depth reading by the translator 3.3.2 Textual analysis by scanner 3.3.3 A linguistic rearguard battle 3.3.4 Unwitting author's corrections 3.4 The price of style and the pen: marketing meddles with writing 3.4.1 Cross-border linguistic orthodoxy and offices abroad 3.4.2 Guarding against the chauvinism of dealers who correct: the international translation agency 3.4.3 Tactics against the rational centralization of multilingual projects 3.5 Who has the final word: translator or client-corrector? 3.5.1 Three categories of comments 3.5.2 The last ethical duty of the translation agency 3.6 "Mailbox" agencies: the commercial function of intermediaries despite illiteracy 3.6.1 The surreal prayer of certain translation agencies 3.6.2 Double check of rare languages 3.6.3 The charm of small bilingual agencies 3.6.4 When the intermediary is in demand Part Four From adaptation quality to editing quality 4.1 Multilingual advertising adaptation and the segments targeted 4.1.1 The return of copywriters 4.1.2 No translations, but adaptations! 4.1.3 Before the socio-style, the geo-style: adaptation quality 4.1.4 The "toing-and-froing" of advertising adaptation 4.2 The value and price of quality 4.2.1 Better the cheaper, low end of the range than the "phantom average" 4.2.2 No major translation agencies without numerous in-house translators 4.2.3 The modest price by the line 4.3 A price for each quality level 4.3.1 Control, the fundamental quality factor 4.3.2 Purging errors through to the final corrected proof 4.3.3 Quality as a direct corollary of economic investment 4.3.4 Editing quality factors 4.3.5 The political factor and the linguistic partnership 4.4 The contractual irresponsibility of intermediaries: hello ethics 4.4.1 When the customer is not necessarily right 4.4.2 The price of translation quality for editing quality 4.4.3 Linguistic partnership instead of just supplying lines 9 Translation, Adaptation & Multilingual Editing Eurologos Group.
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